Patria, Reggi (2024) PERAN KOMUNIKASI PEMASARAN DIVISI SALES MARKETING MARBELLA HOTEL CONVENTION & SPA, ANYER. D3 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Currently, the development and growth of the hotel business is experiencing rapid progress. Marebella Hotel Convention & Spa, Anyer is one of the accommodations located in the Anyer area. The purpose of the preparation of this final project is to examine the role of marketing communication in the sales and marketing department of Marbella Hotel Convention & Spa, Anyer and find out the obstacles faced. The type of data collected is primary data obtained from the sales and marketing staff of Marbella Hotel Convention & Spa, Anyer. Meanwhile, secondary data is obtained directly from Books, Scientific Journals, Companies and online from the internet. Data collection in this final project uses Interviews, Observations, and Secondary data documentation. From the results of this final project, the author found that the role of marketing communication applied by sales marketing of Marbella Hotel Convention & Spa, Anyer includes advertising, personal selling, sales promotion, public relations, and direct marketing. However, in carrying out its marketing communication duties, the sales marketing division faces obstacles such as minimal budget, limited human resources, differences in consumer tastes, bad rumors that affect the hotel's reputation, and a lack of a detailed customer database, making it difficult to attract new customers.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Saat ini perkembangan dan pertumbuhan bisnis perhotelan mengalami kemajuan yang pesat. Marebella Hotel Convention & Spa, Anyer adalah salah satu tempat penginapan yang terletak di kawasan Anyer. Tujuan dari penyusunan tugas akhir ini adalah untuk mengkaji peranan komunikasi pemasaran pada bagian sales dan marketing Marbella Hotel Convention & Spa, Anyer serta mengetahui kendala yang dihadapi. Jenis data yang dikumpulkan adalah data primer yang didapat dari staf sales marketing Marbella Hotel Convention & Spa, Anyer. Sedangkan data sekunder diperoleh secara langsung dari Buku, Jurnal Ilmiah, Perusahaan maupun secara online dari internet. Pengumpulan data dalam tugas akhir ini menggunakan Wawancara, Observasi, dan Dokumentasi data sekunder. Dari hasil tugas akhir ini, penulis menemukan bahwa peran komunikasi pemasaran yang diterapkan oleh sales marketing Marbella Hotel Convention & Spa, Anyer mencakup periklanan (advertising), penjualan pribadi (personal selling), promosi penjulan (sales promotion), hubungan masyarakat (public relation), dan pemasaran langsung (direct marketing). Namun dalam menjalankan tugas komunikasi pemasarannya, divisi sales marketing menghadapi kendala seperti anggaran yang minim, sumber daya manusia yang terbatas, perbedaan selera konsumen, rumor buruk yang mempengaruhi reputasi hotel, dan kurangnya database pelanggan yang rinci sehingga sulit dalam menarik pelanggan baru. | |||||||||
| Uncontrolled Keywords: | Marketing Communication, Sales, Hospitaly Komunikasi Pemasaran, Penjualan, PerHotelan | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Reggi Patria Patria | |||||||||
| Date Deposited: | 19 Aug 2024 16:08 | |||||||||
| Last Modified: | 04 Sep 2024 10:00 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/41112 |
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